A rendering of the new seating bowl inside Summerfest's American Family Insurance Amphitheater. The venue will still be about 23,000 capacity, but will add more aisles and wider pathways, and feature better sightlines. Courtesy of Summerfest

A rendering showing the redesigned American Family Insurance Amphitheater on the Summerfest grounds illustrates the VIP decks that will offer views of Lake Michigan, the downtown skyline and the BMO Harris Pavilion. Courtesy of Summerfest

A rendering of one of the VIP areas planned for inside the American Family Insurance Amphitheater. Summerfest's 23,000-capacity venue will be constructed in two phases, the first through 2019, and the second following next year's festival. Courtesy of Summerfest

A rendering of the new American Family Insurance Amphitheater on the Summerfest grounds illustrates more concourses on the 12.5 acre site. The $50 million project will be completed in 2020. Courtesy of Summerfest

On the bill: VIP areas with dramatic city and Lake Michigan views; more food and drink vendors; and bigger, and better sounding, concerts.

"It's going to enhance our visibility as a major festival in the world," said Bob Babisch, Summerfest's longtime vice president of entertainment and talent buyer.

Designed by local firm Eppstein Uhen Architects, with Hunzinger Construction Co. overseeing the project, the new amphitheater will be constructed in two phases.

The first phase of the new American Family Insurance Amphitheater includes an expansion of the backstage area, including 19 dressing rooms, seven loading docks and more catering facilities.(Photo: Mark Hoffman/Milwaukee Journal Sentinel)

The first phase, underway now and to be completed before next year's Summerfest, includes an expansion of the backstage area, including 19 dressing rooms, seven loading docks and more catering facilities.

Raising the roof

A key component: The roof will be raised to 65 feet, the standard roof clearance for stadium concerts. Only a couple of amphitheaters in the country have roofs that high, Babisch said.

Demolition work began Tuesday, Sept. 25, 2018, at the American Family Insurance Amphitheater on the Summerfest grounds in Milwaukee.(Photo: Mark Hoffman / Milwaukee Journal Sentinel)

"We've lost shows before because we didn't have 60 feet of clearance. Last year, we lost one," Babisch said. "We can give (tours) the ability of putting a stadium-sized show in the building, without having those costs associated with putting up a stadium-sized show."

That's because those tours will be able to use the amphitheater's stage instead of constructing one, but they'll also have the capability of taking the stage out and installing their own if that's preferred, Babisch said.

Getting more VIP-ish

But the most dramatic changes will occur after Summerfest next year, to be unveiled before the Big Gig in 2020.

Phase two includes private VIP areas with bars and lounge seats that will offer views of the Summerfest grounds, Lake Michigan and downtown skyline, and new food and beverage vendors, including some with seating areas that will have direct views of the stage.

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Details for Summerfest's redesign of the American Family Insurance Amphitheater are shown in a video.
Summerfest

There'll be additional concourses, restrooms and video screens and digital displays throughout the 12.5-acre site. The seating bowl will be redone to enhance sight lines, and add new aisles and wider pathways for easier in-and-out access. There'll also be an elevator and new access points for concertgoers using ADA seats.

Even with all the changes, the seating capacity will still be about 23,000, Babisch said, and the steep seating layout compared to most venues its size will be retained.

"The first thing when we sat down with consultants, especially audio consultants, is making sure we don't lose that vibe, of feeling (from the stage) that everybody's right on top of you," Babisch said. He's credited that layout for locking in impressive gets in the past, like the Rolling Stones three years ago.

Part of a massive redo

The new amphitheater is a key part of a 10-year title sponsorship deal announced in January 2017 with Madison-based American Family Insurance. Financial details were not disclosed.

The new amphitheater — which replaces the current venue, which opened as the Marcus Amphitheater in 1987 — is the most significant development following about seven years of drastic changes at Maier Festival Park.

More than $65 million in capital expenditures have been spent on ground improvements, including for a new stage, the BMO Harris Pavilion, that premiered in 2012. Also, there have been redesigned entrances and built-from-scratch remakes of the U.S. Cellular Connection Stage, the Miller Lite Oasis and the Briggs & Stratton Big Backyard.

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A look at the new U.S. Cellular stage on the first day of Summerfest 2018.
Video by Tyger Williams, Milwaukee Journal Sentinel

The Uline Warehouse is also being rebuilt, and will be ready for Summerfest this year.

All of those projects, like the new amphitheater, were designed by Eppstein Uhen and financed with private money.

Changing concert landscape

The 51-year-old Summerfest prides itself on being the world's largest music festival, bringing more than 800 bands and at least 700,000 fans to the Milwaukee lakefront each year.

But the festival landscape has become increasingly competitive across North America. And in Milwaukee, there's a new player in town, the Milwaukee Bucks' $524 million Fiserv Forum, that has been loading up its calendar with major shows.

So far, Fiserv Forum has booked 27 concerts for its first 12 months, eclipsing the busiest concert year for the recently shuttered BMO Harris Bradley Center arena.

Pink brings her "Beautiful Trauma" tour to the new Bucks arena May 2, 2019. She ended a three-year hiatus with a concert at Summerfest's American Family Insurance Amphitheater in 2017 that ended up on the Journal Sentinel's Best Concerts of the Year list. Rick Wood / Milwaukee Journal Sentinel

Cher brings her "Here We Go Again" tour to Fiserv Forum May 12, where the pop superstar is expected to sing her hits across her 55-year-career, and ABBA covers from a new tribute album. Michael McLoone / Milwaukee Journal Sentinel

Carrie Underwood announced that she was pregnant Wednesday morning in addition to unveiling the itinerary for her "Cry Pretty 360 Tour." It will stop at the new Milwaukee Bucks arena, the Fiserv Forum, June 20. Christopher Polk

The Milwaukee-born Violent Femmes, co-founded by Gordon Gano (left) and Brian Ritchie (left), was the first band to perform at the new Bucks arena, Fiserv Forum, Sept. 4. Melissa Miller/PTG Live Events

Adam Levine (left) and James Valentine of Maroon 5 perform during "One Voice: Somos Live! A Concert For Disaster Relief" at the Universal Studios Lot on Oct. 14 in Los Angeles. The band will be at the new Bucks arena on Sept. 16, touring in support of its sixth studio album, "Red Pill Blues." Tickets are on sale. Handout, Getty Images

But while the number of large-scale shows in Milwaukee is booming, Milwaukee is one of the slowest-growing large cities in the country, according to a study last month by WalletHub. And Summerfest reported its lowest attendance in at least a quarter-century this year.

Don Smiley, CEO of Summerfest parent Milwaukee World Festival Inc., suggested the new venue will drive up revenue, lure festgoers and have a financial ripple effect in Milwaukee.

"Had we not done this, I think we would have fallen behind and not been an attractive venue for bands to come and visit and play," Smiley said. "It wouldn't be up to the expectations that Summerfest fans have learned to expect over the years."

An aerial view of the American Family Insurance Amphitheater at night, before the $50 million rebuild began in September.(Photo: Summerfest)

Babisch on Wednesday announced the first Summerfest show for the American Family Insurance Amphitheater for 2019, with country star Jason Aldean and opener Kane Brown, will happen June 28. Summerfest will return June 26 to 30 and July 2 to 7.

George Carlin is arrested by Milwaukee police at Summerfest on July 21, 1972, on obscenity charges after performing his "Seven Words You Can't Say on Television." It was a landmark moment for comedy, Carlin's career and the Milwaukee festival. Mark Goff

Phil Donahue (right) hosted his syndicated talk show from Summerfest for a few years in the '70s. His guest, pictured here during a 1977 taping, is the late legendary comedian Bob Hope, one of the first major Summerfest headliners in 1969. Lynn Howell / Milwaukee Journal Sentinel

Late Milwaukee Mayor Henry Maier leads a singalong for the opening day of Summerfest in 1981. Maier had the original vision for Summerfest, which officially began in 1967, following a trip to Munich during Oktoberfest. William Meyer / Milwaukee Journal Sentinel

The late Al Jarreau, a seven-time Grammy winner, headlined Summerfest's Main Stage in his hometown of Milwaukee in 1982. His song "Girls Know How" is part of a funny scene in "The Lego Batman Movie." Mary Jones / Milwaukee Journal Sentinel

Duran Duran was one of the first acts to headline the Marcus Amphitheater's inaugural Summerfest season in 1987. The Beach Boys, Paul Simon, Run-DMC, Jimmy Buffett and John Denver with the Milwaukee Symphony Orchestra also performed at the amphitheater that year. Marcia Rules / Milwaukee Journal Sentinel

Summerfest Entertainment Director Bob Babisch poses for a photograph on the festival's last day in 1989. He's been in charge of the Big Gig's bookings since 1978. Terry Person / Milwaukee Journal Sentinel

Summerfest hosted other events besides music during its 50 years, including a once annual bodybuilding competition. In this photo, Daniel Kloss of Menomonee Falls (left) and Zico Buhaissi of Milwaukee square off on June 29, 2002. David Joles / Milwaukee Journal Sentinel

Summerfest Director Bo Black rides the Summerfest Skyglider on July 6, 2003. Joining Summerfest as its executive director in 1983, Black was the public face of Summerfest and instrumental to its growth until she stepped down as president in 2003. Dale Guldan / Milwaukee Journal Sentinel

Tom Petty performs with the Heartbreakers at the Marcus Amphitheater on June 29, 2006. Petty has played Summerfest's biggest stage more than any other headliner. He'll play the amphitheater again July 5 and 6. JEFFREY PHELPS / Milwaukee Journal Sentinel

Stevie Wonder (left) and John Legend perform at the Marcus Amphitheater on June 28, 2009. Wonder, who seemed distraught during portions of the show, paid tribute to Michael Jackson, who had died three days earlier. RICK WOOD / Milwaukee Journal Sentinel

Kanye West performed only a handful of shows in the summer of 2011, following the release of his widely acclaimed album, "My Beautiful Dark Twisted Fantasy." Summerfest was one of them. Jeff Sainlar / Milwaukee Journal Sentinel

Arguably Summerfest's greatest booking coup was the Rolling Stones in 2015. The Marcus Amphitheater was by far the smallest venue the Stones played during its 15-date "Zip Code" North American tour. Rick Wood / Milwaukee Journal Sentinel

One-time tabloid magnet Paris Hilton performs at the Harley-Davidson Roadhouse at Summerfest on June 28, 2015. Hilton's booking sparked some backlash, including a Change.org petition urging her removal from the lineup, but she performed for a packed crowd anyway. Katie Klann / Milwaukee Journal Sentinel